The Campaign

We thought to synchronize a robotic arm to VR video footage of a Japanese heartthrob celebrity feeding the user a candy. We have developed a device that allows the user to actually feel as though they are being fed by this celebrity. VR technology+robotic engineering. A VR simulation that actually feeds the user a candy. A smartphone app inside VR goggles and a robotic arm are linked through Bluetooth. The robotic arm moves in synch with the VR video footage of the heartthrob feeding the user candy, and actually feeds the user the candy. There are three storylines to give youth multiple experiences. The robotic arm is synched to each storyline. We added a tease function so just when the user thinks the candy will be popped in their mouth, the robotic arm pulls back.

Creative Execution

September 20, 2017: Presentation made to client November 29, 2017: First draft of product concept drawing and design plans completed December 14, 2017: Product specifications and design are set January 12, 2018: Hardware mock-up, internal mechanisms completed January 16, 2018: VR video footage shot February 13, 2018: Prototype #1 completed March 5, 2018: Campaign launched (product announced)

After the campaign launched, the Japanese media covered it en masse, and we received a flood of positive comments on social media from youth who support the brand. Talk of this campaign spread among users; and, its influence transcended generations, and even spread overseas. Product movie views: total of over 10 million/week No. of engagements: 1.900.000/month Response rate to campaign: over 50,000% Rise of no. of followers of official account: over 300% There were immediate results, and the brand gained fervent support. This also made a major contribution to expanding sales.

a